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Branding By Sochi believes that Russian human rights abuses will tarnish the Olympic brand, and that of its sponsors. The ‘hateful’ new anti-LGBT laws are incompatible with the Olympic promise, and the adulation the Games brings the host. If these laws stand, the IOC must clearly denounce these laws or face a blanket boycott, including it’s sponsors. Read about the crisis. Use our resource. Empower yourself to stand up for human rights!